It seems like everyone has become a creator these days.
Your friend, who posted one photo every six months, now makes Reels. Your cousin does reviews. Someone from your old school is offering stock market tips on Instagram. Those who proclaimed their dislike for appearing on camera have become hosts to their own shows, communicating to their phones as if they are best friends.
The best digital marketer in Calicut sees it all unfold before his eyes every day. The democratization of creation has made it easier than ever to make content, but more difficult to get people to actually watch it.
The best digital marketer in Calicut also knows that having a phone, a good camera and an editing app does not guarantee that you will get an audience. There are millions of people making content, and a limited number of people watching.
So why is everyone trying so hard to get on board?
I think it is the promise of potential.
Anyone can get on social media, make something interesting and wake up the next day with a large amount of views. People can build businesses around their hobbies. A relatively unknown face can become a familiar one. The possibilities are tantalizing.
But there is a less-discussed reason.
It can become a chore.
You feel you need to constantly think of something new to post while doubting if it is worth it. You think of how many people watched your last post and wonder why your new one is not doing as well. You get sucked comparing yourself to someone who has been doing this for years and doubt if you are worthy of being on the internet. You stop deriving pleasure from what you do and begin to dread it.
I think those who continue producing content for long are not the ones who find themselves addicted to virality. They are people who genuinely enjoy finding something to say and saying it.
That seems like an obvious point, but it can be surprising to realize.
If you are only doing it for the views, each drop in pageviews will make you doubt your ability. If you genuinely enjoy creating, the numbers will have less power in determining your self-worth.
And I think that perspective might matter more than it should. It has value in an age where we feel that we need expensive equipment and knowledge of complicated editing software to make something people will watch.
The internet has made it possible for anyone to get their voice out there.
But it takes more effort to determine what you want to say. Perhaps more people need to ask themselves that question before they devote themselves to massive audiences.
